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Branding for Differential Advantage with Jagdish Sheth

This course suggests how branding creates value for the product through standardization and quality assurance. Branding can also differentiate your product or offering compared to competitors. In marketing, it is the ultimate differential advantage. Branding also creates a value independent of the product or service you’re offering. It is an intangible asset often commanding 5-10 times product revenue. For example, the highest brand value today is Apple, which has replaced Coca Cola as the highest intangible value asset.

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What's inside

Syllabus

Introduction to Branding for Differential Advantage

There are two types of brands: full-line generalists such as Walmart and Amazon, and unique specialty brands including Footlocker and Toys“R”Us. The full-line generalists are volume-driven brands, whereas specialty brands are margin-driven.

Branding for Differential Advantage (part 1)

This module focuses on how to differentiate brands as opposed to differentiating products. It also shows how commodities such as dairy and agricultural cereals can be differentiated through branding. Moreover, this module highlights several ways brands such as Coca Cola have differentiated their soft drinks.

Do Brands Have Nine Lives?

This module is focused on how to extend well-known brands into other products and services to enhance the value of the brand. Launching a new brand is outrageously expensive and therefore extending a brand which has strong loyalty is faster and cheaper.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches branding strategies to differentiate brands and products

Suitable for business professionals seeking to enhance brand value

Led by Jagdish Sheth, a renowned marketing expert

Emphasizes the importance of branding for creating an intangible asset

May require prior knowledge in marketing and branding

Focuses on the concept of branding for differential advantage

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Branding for Differential Advantage with Jagdish Sheth with these activities:

Review Key Branding Concepts

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Review the basic concepts of branding, including its importance, benefits, and different approaches.

Browse courses on Branding

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Read the course syllabus and introduction materials
Review introductory chapters of recommended textbooks
Summarize key concepts and definitions in your own words

Contribute to Open Source Branding Projects

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Participate in open source branding initiatives, contributing to the development of tools and resources for the branding community.

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Identify open source branding projects
Review project documentation and guidelines
Make contributions to the project
Collaborate with other contributors

Analyze Brand Case Studies

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Examine real-world examples of successful and unsuccessful branding strategies to identify best practices and common pitfalls.

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Select a branding case study to analyze
Identify the brand positioning, target audience, and key attributes
Evaluate the effectiveness of the branding strategy
Write a short report summarizing your findings

Four other activities

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Attend a Branding Conference

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Engage with industry experts and learn about the latest trends and best practices in branding.

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Research upcoming branding conferences
Attend sessions and presentations
Network with fellow attendees and industry professionals

Create a Brand Identity

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Develop a brand identity for a hypothetical product or service, including creating a logo, brand guidelines, and marketing materials.

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Identify the target audience and product positioning
Research competitors and identify brand differentiators
Sketch out ideas for a logo and brand guidelines
Develop marketing materials that reflect the brand identity

Develop a Brand Storytelling Campaign

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Craft a storytelling campaign that effectively conveys the brand's values, personality, and unique proposition.

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Define the brand's target audience and communication objectives
Brainstorm story ideas that resonate with the audience
Develop a narrative structure and write the campaign content
Implement the campaign across multiple channels

Mentor Junior Brand Managers

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Share your knowledge and experience with aspiring brand managers, guiding their development and enhancing their understanding of the field.

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Identify opportunities to mentor junior brand managers
Establish clear goals and expectations for your mentorship
Provide guidance, feedback, and support
Monitor progress and adjust your approach as needed

Career center

Learners who complete Branding for Differential Advantage with Jagdish Sheth will develop knowledge and skills that may be useful to these careers:

Brand Director

A Brand Director is responsible for overseeing all aspects of a company's brand, including brand strategy, brand identity, and brand communications. To excel in this role, you will need extensive knowledge and experience in branding and marketing. This course will provide you with the skills and knowledge you need to develop and implement effective branding strategies and build a strong brand identity.

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Marketing Professor

This course can be highly valuable for those pursuing a career in academia, particularly as a Marketing Professor. It offers a comprehensive overview of branding principles and practices, which are fundamental to understanding marketing theory and research. By taking this course, you will gain a deeper understanding of how brands are created, managed, and measured, and you will be well-equipped to teach and conduct research in this field.

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Chief Marketing Officer

As the Chief Marketing Officer (CMO), you will be responsible for leading all marketing and branding initiatives for a company. To be successful in this role, you will need a deep understanding of branding and marketing principles. This course will provide you with the knowledge and skills you need to develop and execute effective marketing campaigns, build a strong brand identity, and drive business growth.

See salaries and explore the career path for Chief Marketing Officer

Brand Consultant

Brand Consultants help companies develop and implement branding strategies. A deep understanding of branding is at the core of this role, and this course will provide you with the necessary knowledge and skills to excel as a Brand Consultant. You will learn how to create a strong brand identity, develop a brand strategy, and measure brand performance, all of which are essential for success in this field.

See salaries and explore the career path for Brand Consultant

Brand Strategist

Brand Strategists develop and execute strategic plans to enhance a company's brand image and reputation. If you wish to excel in this career, you will need a solid foundation in branding. This course will provide an in-depth understanding of brand management and help you sharpen your skills in brand positioning, messaging, and differentiation. With its focus on creating differential advantage, this course will equip you with the knowledge and strategies you need to succeed as a Brand Strategist.

See salaries and explore the career path for Brand Strategist

Marketing Communications Manager

Marketing Communications Managers are responsible for developing and executing marketing communications campaigns. If you wish to thrive in this role, a solid understanding of branding and marketing is essential. This course will provide you with the knowledge and skills you need to create effective marketing communications campaigns that build brand awareness and drive sales.

See salaries and explore the career path for Marketing Communications Manager

Product Manager

A Product Manager is responsible for managing the lifecycle of a product, from its inception to its launch and beyond. Taking this course can give you the competitive edge by strengthening your understanding of how to differentiate products and create a unique brand identity. With its focus on branding for differential advantage, this course will help you develop the skills and knowledge needed to succeed as a Product Manager.

See salaries and explore the career path for Product Manager

Marketing Manager

As a Marketing Manager, you will need expertise in developing and executing effective marketing campaigns and strategies that will strengthen a company's brand image and drive business growth. This course can help you build a strong understanding of the principles and practices of branding, including how to create a strong brand identity, develop a brand strategy, and measure brand performance.

See salaries and explore the career path for Marketing Manager

Content Marketing Manager

Content Marketing Managers are responsible for developing and executing content marketing campaigns. This course can be valuable for those aspiring to work in Content Marketing, as it provides a strong foundation in branding and marketing. You will learn how to create and manage content marketing campaigns, measure their effectiveness, and optimize content for search engines.

See salaries and explore the career path for Content Marketing Manager

Marketing Research Analyst

Marketing Research Analysts conduct research to understand consumer behavior and market trends. This course can help you build a strong foundation in branding and marketing, which will be valuable in this role. You will learn how to conduct market research, analyze data, and make recommendations that can help businesses develop effective branding strategies.

See salaries and explore the career path for Marketing Research Analyst

Brand Manager

As a Marketer, you will need to master the principles of branding to be able to manage the lifecycle of a brand. This course may help you build the skills you need for developing and executing marketing campaigns, product launches, and advertising initiatives and will teach the fundamentals of branding, including how to create a strong brand identity, develop a brand strategy, and measure brand performance.

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Advertising Executive

As an Advertising Executive, you will be responsible for developing and executing advertising campaigns that build brand awareness and drive sales. To excel in this role, you will need expertise in branding and marketing. This course will provide you with the knowledge and skills you need to create effective advertising campaigns that resonate with the target audience and help build a strong brand identity.

See salaries and explore the career path for Advertising Executive

Digital Marketing Manager

Digital Marketing Managers are responsible for developing and executing digital marketing campaigns. This course can be valuable for those aspiring to work in Digital Marketing, as it provides a strong foundation in branding and marketing. You will learn how to create and manage digital marketing campaigns, track their performance, and analyze data to improve results.

See salaries and explore the career path for Digital Marketing Manager

Social Media Manager

Social Media Managers are responsible for developing and executing social media marketing campaigns. This course can help you build the skills you need to succeed in this role by providing a strong foundation in branding and marketing. You will learn how to create and manage social media content, engage with customers, and measure the effectiveness of social media campaigns.

See salaries and explore the career path for Social Media Manager

Public relations manager

Public Relations Managers are responsible for managing a company's public image and reputation. This course can be valuable for those aspiring to work in Public Relations, as it provides a strong foundation in branding and marketing. You will learn how to develop and execute public relations campaigns that build a positive brand image and manage reputation.

See salaries and explore the career path for Public relations manager

Reading list

We've selected nine books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Branding for Differential Advantage with Jagdish Sheth.

Strategic Brand Management

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Classic in the field of branding and provides comprehensive coverage of brand management strategies. It is particularly useful for this course because it discusses how to create and maintain brand differentiation.

Branding for Differential Advantage with Jagdish Sheth

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What's inside

Syllabus

Good to know

Save this course

Activities

Career center

Reading list

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